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Keeping Members On Track

Keeping Members On Track

Another long-time client of ours—a performing-arts venue—faced an interesting challenge. Its primary venue was undergoing a major renovation, but the shows had to go on! A temporary venue would host events while the main complex was being improved.

The situation created two immediate needs. First, patrons had to know what was going on—how long would the temporary venue be used, what were the changes coming in the new venue, and the like. Basically, expectations had to be set and managed.

The second need was more subtle but no less important: The organization wanted to make it as easy and convenient as as possible for customers to use the temporary venue.

Working closely with the client’s marketing and outreach teams, we developed a multi-channel strategy designed to get customers excited about the new venue and keep them engaged during the transition.

Membership Appeal

A direct-mail campaign used personalized URLs—or PURLs—on postcards that gave each recipient a customized web page that had directions from their address to the temporary venue and back. It also included recommendations on where to eat in the area.

The site also gave customers a customized view of the new theatre from their future seats.

All of it was backed with reminder emails to keep the information handy—and provided easy access to the PURLs.

“The idea was to turn an inconvenience into a chance to elevate member service, while getting members excited about the big picture,” Rapoport says. “The client was happy, and most importantly, so were the customers.”

Chapter-specific Membership Drives

If you’ve spent any time in association marketing or membership-recruitment, you’ve no doubt heard about the advantages of using data. Whether you’re looking to build your membership, retain members, or simply serve them better, data can help. Or so you’ve been told.
We’re not going to disagree. As our strategies have evolved over more than two decades, data’s importance as a marketing tool has steadily grown. One thing we’ve found, however, is that while our clients understand that they can be using data more productively, they’re not always sure how to go about it.

While there are myriad ways to leverage datasets, we wanted to present two recent real-world examples in which, working with association marketing executives, we helped develop data-driven campaigns with very specific goals.

Data Drive Recruitment & Retention

Our first example is a large professional organization with more than 100 regional chapters underneath a national governing body. Their goal: increase membership through a coordinated campaign that also worked in targeted messaging on, in many cases, a chapter-specific basis.
The task was a challenge, but well worth the effort. Coming up with chapter-specific messaging helped prospects feel more connected to the organization—a simple yet effective example of personalization. Delivering chapter-specific messaging also allowed letters to come from chapter presidents, rather than the national leadership.

Execution required driving messaging based on ZIP codes, which were grouped based on the chapters they are in. The effort was coordinated through the national organization—this ensured that messaging, while customized, had common content that was relevant to the organization as a whole.

“By having the national organization drive the campaign but programming it by demographics, a unified message could be sent out that appeared to be coming from the local chapter,” Grassroot VP-Sales and Marketing Sherene Rapoport explains. “There was enough customized content to make the messaging unique, yet the underlying theme supported the national organization’s goals.”
The campaign was a success, driving membership numbers up from across the country

9 High Value Membership Benefits to Improve Retention

Nothing beats acquiring a new member – except retaining an existing member.

We get it – the influx of new members can be thrilling; but it’s not a true indication of growth or stability. Are you pouring your resources into a brilliant acquisition strategy – but still not moving forward? Maybe your churn rate exceeds the number of people you’re bringing in!  Read more ›